Tuesday, June 10, 2008

Do you have backends?

I mean the kind of backend (i.e. upsell) that someone who ships products to customers should use.

That someone being you, of course.

Over on a forum I participate in there's a discussion about Amazon and how they could sell even MORE books, if such a thing is possible.

One of the veteran marketers in this forum said that he ordered a marketing book recently and inside the package was a print advertisement for a Harry Potter book. What a missed opportunity, according to him. Why not instead include a promotion for something similar to what he ordered?

It would be far more effective to include a flyer, handwritten note, or a suggestion list for similar books, and offer free shipping or a discount. Maybe even include a prepaid envelope.

When someone opens a package it's always a little bit like Christmas and you have a captive audience for a few moments. A special insert like that will increase your sales and repeat business. After all, it's easier to sell to a person who has already purchased from you.

Amazon does a great job of sending e-mails with book suggestions and luring you with those "customers who purchased __________ also purchased _________" suggestions on their website.

But here's one area where they could improve and where maybe even you could do better than Amazon.

If you use backends/upsells in your business, feel free to discuss in the comments what has worked (or not worked) for you.